Návrh CSR komunikační strategie pro vybraný malý a střední podnik

This thesis examines the communication of Corporate Social Responsibility (CSR) and Sustainable Development Goals (SDGs) in a selected small and medium-sized enterprise (SME) in the Czech Republic. The aim of this bachelor’s thesis is to propose a CSR communication strategy for a selected SME in the Czech Republic, ensuring that its CSR and SDG-related activities are communicated more effectively and contribute to strengthening the company’s position in both domestic and international markets. The practical part of the thesis is based on both secondary and primary research. Secondary research is used to analyse publicly available information about the selected SME and its CSR and SDG-related communication. Primary research consists of semi-structured interviews with the company owner and individuals who have a working relationship with the company. The findings reveal that although the company implements a wide range of CSR and SDG-related activities, only some of them are communicated. Moreover, the communication is fragmented and lacks a systematic structure. Consequently, this thesis proposes four specific recommendations to bridge the gap between the company’s actual practices and their communication.